PR successes

Azupharma

Generic Captopril becomes market leader as a result of communication with associations

Sector:
Pharmaceutical industry, generics

Client:
Azupharma, Gerlingen near Stuttgart (now Sandoz)

Situation:
Azupharma obtained the licence from Bristol-Meyer-Squibb (at the same time as Isis) to launch Acenorm® as a branded generic three months before the expiry of the Captopril patent.

Communication task:
To obtain the biggest possible market lead during this period, because approx. 30 generic competitors will subsequently offer it for sale.

Target groups:
Statutory health insurance physicians
Associations of statutory health insurance physicians
trade media

Implementation and successes:
Prescription recommendations of the statutory health insurance physicians’ associations point out the cost saving by Acenorm®. Relevant publications simultaneously appear in the leading journals for general practitioners and non-specialised internists. When the generic competitors enter the market Acenorm® accounts for around 40 per cent of all Captopril prescriptions.

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